Analysis of Leadership, Management, and Operations at Corus Group Plc

This report provides a detailed analysis of leadership and management practices at Corus Group Plc, a steel industry company operating in Europe. It differentiates between leaders and managers, comparing their roles and characteristics in various situations, such as enhancing brand image, decreasing employee turnover, and implementing new technology. The report explores different leadership approaches, including situational, systematic, and contingency leadership, evaluating their strengths and weaknesses. Additionally, it discusses key operational aspects like planning, organizing, directing, and controlling within the context of Corus Group Plc's business environment. The report aims to provide insights into how effective management and leadership contribute to achieving organizational goals and objectives, offering a comprehensive overview of operational management within the company.

Management and
Operations

Table of Contents

INTRODUCTION
Management and operation is simply related to different business practices which are
managing or controlling production and other operational activities (Saucedo-Martínez and et.al.,
2018). Company offer different product and services to customers with the assistance of effectual
management and operations which result in increasing effectiveness and profit maximisation.
This report is based on Corus Group Plc. Which is part of steel industry and its headquarter is
located at London, United Kingdom. They are serving in Europe with approx. 21,000 employees.
This report includes information about leaders and managers as well as comparison between
them. Various roles and characteristic of leaders and managers while dealing with different
situations has been mentioned. Respective report consist of various approaches with strengths
and weaknesses. In this role of leaders and manager has been explained while using different
operational management approaches. It also includes values of operation management in
achieving objective of business. Apart from this micro and macro business environment has been
evaluated.
PART 1
1.
Leaders – They are the person who influence group of people for achievement of
organisational goals and objectives. In other words, leader is the personality who control group
of people or particular situation with the assistance of convincing power and confidence level.
Leader use leadership which is art of motivating group so they can perform activities in such
manner which result in accomplishing goals (Ghasabeh, Soosay and Reaiche, 2015). In addition
to this, responsibility is to influence staff members for performing specific task which can be
possible by motivating them and it is important because result in achieving organisational goals
and objectives.
Manager – In an organisation manager play important role as they are answerable for
supervision of staff members and motivating them. Along with this, manager is responsible for
administering business firm and employees (Conaway, 2017). There is different managerial
function performed by manager within organisation through their skill and they direct personnel
towards organisational growth.

2.
Manager and leader both play important role in organisation as well as manage working
of organisation and employees within effective manner. There is wide similarities within
characteristic of them explanation are as follows :-
 Supervise group or team of people – Manager and leader both of Corus Company
supervise group of staff members as well as individual for their effective working and
accomplishing organisational objectives.
 Effective communication skills – leader and manager both have good communication
skills which help in transferring information and data to every staff members in effective
manner.
Along with this role of leader and manager they have some characteristics also which are
somewhere similar and different from each other. Explanation of these are as follows:-
Difference between Leaders and manager characteristic
Basis Leaders Managers
Focus Leader of Corus Company focus on
their staff member and motivate them
at the time when they get demotivated
(Agarwal and Gupta, 2018). This
result in performing task within
effective manner.
Manager of Corus company
focus on accomplishing overall
objectives of organisation and
they have control on activities
conducted within business firm.
Risk taker Leaders are risk taker and they never
feel hesitate while implementing new
leadership style within their working
as they believe in taking risk.
In business environment several
risk occurs in that situation
manager minimise that. Because
they are not risk taker from
characteristic.
There are some similarities in characteristic of leaders and manager as they both work for
accomplishing of Corus company goals and objectives in effective manner (Maurer and London,
2018). Along with this, they both have motivational characteristics within them that assist in day

to day operations within effective manner as well as result in accomplishing goals and
objectives.
3.
In an organisation several situations may rise same as Corus company within that
management and leadership play its different role. Explanation of these are as follows:-
Situation 1: In order to enhance the brand image
Role of management
 For increasing brand image of Corus company management have to create ever lasting
impression of their products which result in increasing product sales (Saucedo-Martínez
and et.al., 2018).
 Management have to provide training to their staff members so they can serve customers
in better manner which result in building brand image with market area of Corus
company.
Role of Leadership
 For increasing brand image of Corus Company leadership work with uniqueness for
bringing their products at competitive edge.
 Along with this, brand image can be enhanced through implementing latest technology.
Within this leadership help in motivating employees which result in improving business
operations and quality of products (Maurer and London, 2018). This assist in bringing
competitive advantage for company and results in efficacious brand image.
 Within this situation leader have to use systematic leadership approach as it help them in
conducting daily basis operations within effective manner which result in building brand
image within business environment.
Situation 2: Decreasing Employees turnover ratio
Employees are considered as an asset of an organisation whose efforts and contribution
decides their growth and success in future period of time. Thus, it is important for an
organisation to maintain or increase their employee turnover ratio by getting support from their
managers and leaders performing different functions for the betterment of an organisation
(Saucedo-Martínez and et.al., 2018). Here are the roles and responsibilities of managers and
leaders to control employee turnover ratio of Corus.

Role of management
 Management is responsible to formulate an effective plans and strategies for the
betterment of their employees such as providing rewards and compensation, incentives,
bonus salary etc. This will increase the standard of living of employees which indirectly
encourages them to sustain with an organisation for longer duration. Along with this,
manager have to use motivational approach for motivating their staff member which help
in reducing employees turnover ratio.
Role of Leadership
 Leadership also plays an important role in retaining experienced employees with an
organisation by providing them training and learning programs so as to make them more
capable to perform different kinds of work which results in increasing their capabilities
and position in an organisation (Meier, 2016). Leadership also receives problems or
issues faces by employees at working environment so that proper actions can be
implemented to resolve their all issues and queries and maintain healthy environment at
workplace. Along with this, for decreasing employment turnover ratio leader have to use
contingency approach because it helps them in dealing with situation occurring within
organisation.
4.
In organisation several situations rise in that manager and leader both have their different
role which help in managing operations of Corus company within effective manner. There are
several situations which may rise within organisation explanation of these are as follows:-
Situation 1: Implementation of new technology within operations of Corus Company.
Role of leaders
 In this situation role of leader is to form appropriate strategy for implementation of latest
technology (Macdonald, Burke and Stewart, 2018). Along with this, they see its future
impact and take major steps for it by taking suggestion through others.
 Along with this, leaders motivate staff of Corus company to work on new technology and
after that leaders take feedback from personnel that it is beneficial or not.
Function of manager
 Manager design policies and procedure of implementing technology within effective
manner (Fiedler, 2015).

 Along with this, manager provide training to employees so they can work on latest
technology in proper manner.
Situation 3: Arranging training and development session for staff
Role of leaders
 Leaders of Corus Company Spend over $700 million for arranging training and
development session for their staff in which they will guide and motivate employees for
doing work in effective manner.
Function of manager
 Manager in respective organisation provide training to their personnel for completing
task on time within effective manner (Heizer, Render and Munson, 2017). They don't
provide training for employee’s development but with the motive of accomplishing task
within required time duration.
5.
Situational leadership Theory – Situational leaders are those who adopt leadership
styles which is based on current situations (Chiarini and Vagnoni, 2015). Within this theory,
there are mainly two models one is directive and another is supportive behaviour. According to
Blamchard and Hersey there are different style of leadership such as :-

Illustration 1: Situational leadership style
(Source: Situational leadership style. 2019)
 Telling leader- They are the leaders who take decision by their own and then
communicate to respective team. Mainly one-way communication take place within this.
 Selling leader- Here leaders create various role for team working within Corus Company
and supervise them (Bromiley and Rau, 2016). Team members can give their different
suggestions to leaders but final decisions are taken by leader themselves.
 Participating- In this, leaders motivate their team member to come with some new ideas.
Participating practices will help leaders in developing understanding within staff as well
as last choice will be off employees.
 Delegating- within this leadership style, leaders provide opportunities to staff members
for completing their work by own style and make decision for company. Delegating
leaders give minimum guidance to their staff in order to solving problems.
Systematic leadership theory – This type of Theory enables leaders in company to
create in which people staff at every level can do work productively to their potential. Systematic
leadership theory enables leaders of Corus Company to create proper system within company

where each and every personnel will work productively without any type of managerial control
(Burgess and et.al., 2016). In addition to this, it provides tool which assist in predicting staff
behaviour as well as respective leadership style help Corus company in raising their business so
that other organisation will not have match.
Contingency leadership theory – In Corus Company, Contingency leaders are those
who implement their own leadership style on the basis of different situations. In simple term,
Contingency leaders are those who select style of managing employees and activities according
to the situation.
6.
All the above mention leadership approaches have their strength and weakness both
which should be analyse in proper manner before implementing these within organisation.
Explanation of these are as follows :-
Situational leadership theory
Strength Weakness
 For employees working environment
within situational leadership is
comfortable (Raafat, 2016).
 With the assistance of this,
coordination will be seen within team
members working in Corus company.
 There is less focus on long term needs
of Corus company.
 For making effectual decisions for
Respective organisation information is
not enough.
System leadership theory
Strength Weakness
 System leadership approach mainly
focus on accomplishing goals of
individual as well as organisation.
 It focus on multiple dimensions of
management.
 This may not be always practical and
result in delays within decision making
(Reid and Sanders, 2015).
 Nature of inter-dependence is not
defined.
Contingency leadership theory

Strength Weakness
 This leadership style is flexible in
nature and easily get modify.
 Along with this, staff members can also
come with their view points.
 Its practical implementation is complex
or tough.
 It is difficult to handle contingency
leadership style.
PART 2
1.
Business firm have to perform several activities and Corus is steel company which
offering their products within Europe (Moynihan, 2018). Although, for an organisation it is
important to provide quality products which help in making their customers need satisfied as
well as also result in gaining competitive advantages. Important key operations are mention
below :-
 Planning – It is responsibility of management to make effective plans which help in
achieving objectives.
 Organising – This is procedure in that several process work together such as physical,
financial and human resource so that target of company gets fulfilled (Nakamura and
et.al., 2015).
 Directing – Within this instruction are given to staff members which help them in
performing their roles and duties according to requirement.
 Controlling – For controlling activities of staff members so they will perform in
effective manner as well as productivity will get enhance.
2.
There are various functions of operational department and these functions play a crucial
role in achieving goals and objective. Key operational function is mention below in detail. Forecasting: It refers to a process which helps in identifying future requirement of
products and services offered by company (Heizer, Render, B. and Munson, 2017).
Manager of Corus company forecast about requirement of its steel products in market
area, so that company can develop products as per market requirements and make their
customers satisfied.

 Product design: Developing and designing of products is function of operational
department (Chiarini and Vagnoni, 2015). This function will help in creating innovative
and creative products which will help in satisfying customers’ needs and wants. In this
role of manager is to ensure that innovative product will bring value for company. Managing quality: This function helps in providing high quality products customer.
Manager of Corus company have to maintain quality of its steel products to that they can
supply better products then its competitors and gain advantages.
Role and responsibilities of managers within key operational functions.
Operation manager have to conduct several activities and keep eyes on multiple area so
that all functions can be effectively completed. Manager of Corus company is very important for
increasing its overall productivity and profitability (Bromiley and Rau, 2016). Some of the key
roles and responsibilities of operational manager of respective organisation is mention below. Developing strategies: Operational manager of Corus company have to develop different
strategies for benefit of organisation. These strategies will helps in enhancing sales as
well as achieving set goals. Supervise supply chain and inventory: Monitoring supply chain and managing inventory
is a responsibilities of operational management. Their role in to maintain right stock and
effective flow of supply chain so that product can reach to end customers.
 Managing staff members: It is role of operational manager to effective manage all
employees. Manage have to resolve issues and problems of employees so that they can
effectively achieve their desired goals.
3.
Operational management is important component which utilise for managing quality of
goods and services with the assistance of several quality standards (Moynihan, 2018). It is vital
factor that assist in accomplishing business objectives and gaining customers satisfaction. Corus
company have several objectives such as customer’s satisfaction, relation building within
international market as well as introducing innovation. Importance and value of operational
management in meeting business goals for Corus Company are mention below:-
 Waste reduction – It is most important component of operational management. With the
assistance of just in time approach operational management of Corus Company reduce

wastage while manufacturing their products. With the assistance of this they can
minimise extra cost occur while doing production.
 Converting raw material into finish goods – Main motive of business is to produce
goods by maximum utilisation of available resources and generate revenue (Nakamura
and et.al., 2015). The main function of operation manager is to ascertain the demand of
product and convert raw material within finished goods so that demand is meet. Corus
Company can also analyse demand for their products for generating revenue. This
procedure helps in improving waste minimisation and reducing cost of production. Along
with this, it will be beneficial for respective organisation because it helps in offering
goods at affordable price and result in meeting customers expectation.
4.
There are several external factors which affect decision making of leaders and manager
within Corus Company. Explanation of these are as follows:-
 Customer’s demand – For an organisation customers are main stakeholders who want
and need to give direct impact on revenue, profitability as well as market share in
considerable manner. Corus Company is dealing in steel products within that it is
important for manager to acknowledge demand of customers and market because it will
help them in making strong position within business environment (Raafat, 2016). On the
other hand, main role of leader is to motivate or encourage staff so they perform
manufacturing work in appropriate manner. If demand get change then manager have to
take production decision according to customer’s requirement. Along with this, leader
have to motivate staff member to do production in effective manner.
 Ethics – These are moral principles of organisation or firm by that they can identify what
is right or wrong. Corus Company is performing their daily basis operations in ethical
manner by which staff as well as other stakeholders are taking interest within company.
In this, manager and leader have to take decision for organisation and employees in
ethical manner (Moynihan, 2018). Along with this, they have to define ethical code of
conduct to personnel so they will know what is right or what is wrong within workplace.
It will impact on decision making that, they have to keep in mind all latest ethical policies
while taking decisions.

 Sustainability – For a firm it is degree of success in which they stay in market for long
time. Corus Company is gaining sustainability within market place for current but
company have to determine some new as well as innovative way by that sustainability
can be gain for long duration and it is responsibility of manager. Along with this leader
have to motivate their employees so they can do work in effective manner. It impact on
decision making that manager have to analyse business environment and company future
sustainability in proper manner then take decision.
5.
There are some leadership and management approaches which help in improving
operational efficiencies and successful meeting business objectives. Explanation of these are as
follows:-
Management approach- As per this approach manager of Corus company have to
manage as well as control operational activities within effective manner and make plans that
support management in accomplishing their objectives (Moynihan, 2018). As a result, respective
firm will get success as well as generate more revenue and gain long term sustainability.
Situational leadership approach- According to situational leadership approach leaders
have to decisions on the basis of situation within organisation. So that better decision will be
taken which result in achievement of objectives.
Total quality management – As per this approach it is important for Volkswagen to
maintain quality of their offerings. Thus, manager of respective organisation has to set quality
standards as well as give instructions to staff members for maintaining required quality while
manufacturing. Because it results in bringing values for organisation.
Six Sigma – It is disciplined, data-driven, statistical as well as continuous improvement
approach. Six Sigma help in eliminating defects in products, process and services. Manager of
Volkswagen can utilise this approach for reducing unnecessary cost while production process.
Operational management is crucial as it help in maximizing efficiency as well as
productivity of an association so that goals and objective will be achieved. In addition to this, if
operations of Corus will be managed in effective manner as per the requirement the it will result
in enhancing performance and productivity (Chiarini and Vagnoni, 2015). Along with this, it also
results in accomplishing targets that assist in gaining success and growth. It gives value to

management operations which result in doing work effectively and contribution within growth of
business.
6.
From the entire discussion it has been concluded that, for business it is important to
perform their key operations in proper manner so that activities can be performed within
effectual manner and objectives will accomplish. For success as well as growth of Corus
Company manager and leader play important role by following all policies and conducting work
within required manner. Apart from this, operation management approach is assistive in
minimising defects as well as improve quality of products. Moreover, by analysing external
factors in proper manner useful decisions will be taken which help in growth of business.
Future Recommendation -
 For manager of Corus Company it has been recommended that they have to use six sigma
as well as total quality management approach because it will help them in deducting
errors as well as result in manufacturing high quality products.
 Along with this, manager and leaders have to analyse external environmental factors in
effective manner because it will result in identifying negative factors also and help in
minimising them.
 Plans and strategies will design effectively so that objectives of company can be achieved
in proper manner.
CONCLUSION
After going through above discussion it has been concluded that, management and
operation play important role in organisation as it helps in controlling business activities. For
managing quality of product and operational activity there are several tools that can be use by
company such as total quality management, Just in time approach and six sigma. In addition to
this, leader and manager motivate their employees to focus on accomplishing organisational
objectives as well as bring something innovative that satisfy internal and external both
stakeholders.

REFRENCES
Books and Journal